顧客關係行銷及貿易代理理論之實證研究–以台灣中部地區中小型五金業為例

An Empirical Study of Customer Marketing & Agency Theory for the Business of Hardware in Taiwan Central Part

陳金蘭(Jin-Lan Wu)

指導教授 ： 嚴國慶 博士

朝陽科技大學/管理學院/企業管理系/碩士(2009年)

摘要

有鑑於目前許多中小型企業想要獲得更大的利益，極需要創造及保留顧客，並且運用關係行銷和採購或銷售代理契約，建構起與顧客長期性的夥伴關係，使顧客成為企業創造利潤的最大來源；本研究目的希望能透過製造廠與貿易商或顧客間之實證案例，去了解台灣中小型企業五金製造廠運用關係行銷、顧客關係管理與代理理論等策略，以創造出公司的競爭優勢。

研究結論顯示，企業必須不斷地創新及研發新產品給客戶，建立起優良的顧客關係；並且可以藉由與顧客簽署銷售代理合約或策略聯盟，以鞏固顧客的市場佔有率；並且可以透過設計自有商標的產品，提昇公司競爭優勢；此外，也可以增聘國際企業精英的員工，成立國際事業部（SBU, strategic business unit）以擴展海外市場，深耕國際的合作夥伴。當然，執行長的決心及毅力，能夠將產品定位、目標市場更明確，運用適當的市場區隔的行銷組合，以顧客導向為經營策略，亦是不可或缺的條件。

關鍵字

顧客管理關係 ； 代理理論 ； 關係行銷

並列摘要

In view of many small and medium-sized businesses want access to greater benefits, most need to create and retain customers, and the use of relationship marketing and procurement, or sales agent contracts with customers to build long-term partnership, so that the enterprise customers are become the largest source to create profits. The purpose of this study hope that, through the empirical cases among factories and traders or customers, to understand the adaptation of the strategies on relationship marketing, customer relationship management, agency theory for the small and medium-sized enterprises of hardware manufacturing in Taiwan to create a company''s competitive advantage.

Conclusion of the study showed that enterprises must continuously innovate and develop new products to customers, build good customer relationship; and could be signed by sales agents and customer contracts or strategic alliances in order to consolidate the market share of customers; also through the design of self - the trademarked products to enhance the competitive advantage of companies. In addition, the international business elite to employ more staff, the establishment of the International Business Unit (SBU, strategic business unit) expand overseas markets, deep of international partners brightened. Of course, the determination and perseverance of the executive director will be able to operate the product positioning, target market more clearly, to take the appropriate market segment of the marketing mix, for a customer-oriented business strategy is an integral part of the conditions as well.

並列關鍵字

Relationship marketing ； Customer Relationship management ； Agent theory

參考文獻

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